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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT JAN-FEB 2013
CAMPAIGNBRIEF JANUARY/FEBRUARY 2013 CREATIVITY Andy Fackrell, DDB Group, Auckland. The last thing this needs is a plug, but I'll do it anyway. SPCA Driving Dogs. Everyone I have met in the last month has seen it. Everyone! Across three continents. That surely means it is the most effective thing that's ever come out of this country. We don't need award shows to tell you how good this is. Finally. Steve Cochran, Colenso BBDO, Auckland. Dogs learning to drive. Sounded daft enough to be worth a watch. So I did. As did several million, or was it billion, others. Made me think about the potential of a rescued dog. Also made me a little jealous. Daft FCB, you definitely get my Like. Rob Jack, Special Group, Auckland. Here's a nice idea for road safety that caught my eye. It's a very clever use of Facebook, pulling on the 'good times' imagery stored in the vaults. My own imagery would consist of the things dearest to my heart: my children, my wife, the dog, my motorcycle. Shudder. Andy Blood, Whybin\TBWA, Auckland. The campaign I wish I'd done was 'driving dogs'. No need to fake any stats here, it was world famous. And rightly so. But for me there was something missing: a line/a thought/a slogan/a meme? Last year two almost identical campaigns won awards, and one won more than the other. And in my opinion, it's because 'Doggelganger' is catchy, and catches on, and 'dog a like' isn't and doesn't. At 'Best in Show' and Grand Prix time, these things can make all the difference. And this campaign is probably the closest thing to being a contender NZ's had for some time. Brigid Alkema, Clemenger BBDO, Wellington. Wellington Zoo 'Asia Precinct' street poster campaign via Saatchi & Saatchi Wellington. I witnessed a kid trying to peel off one of the new Wellington Zoo street posters the other day. Mum came out with the fish 'n' chips and after a bit of a showdown, managed to lure the little lass away with the promise of a visit to the zoo. I don't even think the girl had made the connection but she looked pretty stoked. Job very nicely done. Dave King, M&C Saatchi, Auckland. I looked at loads of ads this month then decided on this one for a couple of rea- sons. Mostly, I love the PAK'nSAVE ads. Have for years. They are witty, charming and I can't wait to see the next one. This one is no different. A price compari- son ad that doesn't shout, rather makes you like and trust them. With a smile. On top of that, it felt like its sole purpose was to sell product, not impress judges. That's refreshing. Angus Hennah, Ogilvy, Auckland. Driving dogs. It's a smart, original idea that makes me jealous, and it would have been a lot of fun to produce. It's also great to see an agency bring clients together for everyone's mutual ben- efit. As an integrated campaign it covers a raft of media that will no doubt translate into a whole bunch of cate- gories at award shows. My only concern is that the TVC sounds a little too much like an award entry case study. Tony Clewett, DraftFCB, Auckland. My fave of late is Sky's 'Father Time' TV ad. Poor old bugger alright. He really is redundant now, all thanks to that wonderful fast- foward button on our remotes. Bye-bye ads. Except this one of course. Great lead performance, beautifully shot, and with some lovely understated humour. Great stuff. Jack Delmonte and Hadleigh Sinclair, Y&R, Auckland. To be fair, our eyes have been more caught up with carved ham and big bowls of potato salad, than ads this past month. However, we feel the print stuff done by Clemenger BBDO for NZTA could easily catch our attention mid-meringue. They're visually arresting, clever and make us go cross-eyed. Well done. CREATIVECIRCLE Fackrell Cochran Jack Blood Alkema NZ 1 NZTA... 'its a very clever use of Facebook' 2 Wellington Zoo... 'job very nicely done' 3 SkyTV... 'some lovely understated humour' 4 Pak'n'Save... 'a price comparison ad that doesn't shout'
CBAT NOV DEC 2012
Campaign Brief May-June 2013